Lamborghini says it will double overall sales with the new model, comfortably, without hurting the brand's feeling of exclusivity.
Speaking to CarAdvice today at the Geneva motor show, Lamborghini CEO, Stefano Domenicali, said that while the Urus will help stabilise the Italian brand, it is not necessary for its survival.
“No, not at all,” Domenicali said when asked if the Urus was a do-or-die model for Lamborghini.
According to Domenicali, Lamborghini will provide the same level of uniqueness to Urus customers as it does to its super sports car buyers, all of whom are seeking a different type of vehicle to what the competitors offer.
“I believe that Urus is a complementary segment in which I do believe is a natural extension on our dimension, and how our brand is regarded today. If you think super sports car, [it’s] young, cool, exclusive… but SUV is the biggest segment in the world, you can use it extensively... [it’s for] people that want to have [something] different to other SUVs, that’s why it’s a natural position for our brand, different to the others.”
“This will help us to grow in this direction, this will help us to close the possible holes in the different life cycles of the two models. This will close that and give stability to the business," Domenicali said.
"What is important to say is that volume is not always a sign of profitability, if you don’t work in the right cycle life of the project… therefore our task is to make sure this product will stabilise the profitability of the company, in a much stronger position.”
As for maintaining a level of exclusivity, Domenicali says the brand will double down on maintaining its current volume for Huracan and Aventador in the midst of the Urus expansion.
“While with the super sports car we want to keep things under control, last year we did 3457 cars and our target is to be in the same region, maybe 100 to 200 cars more. That would be the numbers that we will perform, on the SUV. [It is a] different market, different segment of the customer, then it’s up to us to fulfil the capacity and the need the market requires in this car.
"The exclusivity of our world is connected to the super sports car, our priority is to make sure we are exclusive with good quality and product in the super sports car [segment].”
Even so, the Urus will prove a challenge for the business as it looks to expand its capabilities.
“For us this is a big challenge, we are going to double the cars that we are selling now in two years time, so we are going to do a big step, it’s a thing that.. where Lambo was a few years ago you wouldn’t think it was possible.
“It’s different for us [and] for our customers, but we don’t have to lose focus on the priority that we have to keep the super sports cars at the centre of our future because this is where we build our brand and this is the base which we can extend our brand leverage with the Urus car, but if we don’t focus on that? [then it won’t work].”
The Lamborghini Urus will sit between the rear-wheel-drive ($390,000) and the four-wheel-drive Huracan ($428,000), meaning it will go head-to-head with the likes of the Bentley Bentayga and upcoming models from Rolls Royce and Aston Martin.